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Last update: at /special/conference/apwww95 , Friday, 21-May-2004 09:47:16 EST

Web-Driven Reengineering &
The Serious Business of Kites

John Southgate

Strategix Pty Ltd
PO Box 645, Lane Cove NSW 2066
Australia

southgate@acslink.net.au
http://www.acslink.net.au/~southgate
Tel +61-4-1113-9152

Abstract
The new reengineering kid on the block is the technology surrounding the World Wide Web. Virtually unknown as little as two years ago, WWW has quickly become a tool for commercial transactions. Like eager new parents, we must learn how we can develop and progress our brilliant new child so that he achieves his full potential.

This paper is a vehicle for helping our child explore the winds of commerce, a case study of business at Breeze & Eeze Kites, Sydney Australia.

Keywords
Web, Reengineering, Business, Kites, Case Study, HTML

Video Opening

We're going to start this presentation by providing you with a short but exciting piece of footage from the kite site at http://breeze.com.au/~kites. It gives a whole new meaning to the phrase "surfing the net". What you'll see is a 10 second video clip (1076K) of the world's fastest kiting technology .. the Flexifoil kite .. where an intrepid surfer/kiter is dragged horizontally through surf .. then vertically over an incoming wave .. the power in these kites is amazing .. and finally landing with a BIG SPLASH !

We had a lot of fun with this project. We had to deal with issues about technology, performance, art, history, fun, movies, health and well-being. It had a lot of positive and vibrant energy.

This site is unique and deserving of your interest for a number of reasons. Most significantly it is possibly the first Australian commercial web site that would combine the following elements:

It shows that Asian-Pacific small business with a distinctive product can outreach to overseas markets for a fraction of the cost to do so previously.

Our Responsibility

As a child, everyone here has probably experienced the joy of flying a kite. The kite is actually a very ancient technology. It is generally accepted that kite flying was first invented in China long before the beginning of written history. Today, the kite has evolved through continual refinement, some may say "reengineering", to its present high tech form where ripstock nylon and carbon spars are used to create strong, lightweight kites with much better performance characteristics than we would have experienced in our (much) younger days.

The recent drive by corporations and governments in the West towards business process reengineering (BPR) is in large part due to the ability of the information technology industry to continually produce technologies that can transform not only the way that business processes operate but also the choice of business processes that organisations elect to run as part of its corporate strategy.

Now, the new reengineering kid on the block is the technology surrounding the World Wide Web. Virtually unknown to the vast majority of industry observers as little as two years ago, WWW has quickly become a tool that can be used not only for information dissemination, nor just for communications, but for the significant realm of commercial transactions.

Yet, even as we speak confidently of this kid's ability to handle difficult manoeuvres required by the challenging, often unpredictable winds of commerce, we must still remember the relative newness of WWW in the world. Like eager new parents, we, the participants at this inaugural Asia-Pacific WWW conference, must learn how we can develop and progress our brilliant new child so that he achieves his full potential.

Allow me then, to present you with a vehicle for helping our child explore these winds of commerce, a case study of business and the World Wide Web at Breeze & Eeze Kites.

Before I do that it would help to sketch the background of Web and Business related factors in which the project was conceived.

Birth of a Technology

It is little wonder that AUUG should be so closely involved with the organisation and sponsoring of this WWW conference for it was the much heralded UNIX operating system which gave birth to the technology. Born in the 60's UNIX is still the hippy of the computer world. But WWW is a child of the 90's, has become a bigger issue than UNIX and runs on non-UNIX systems.

The Web grew on the back of The Information Superhighway "Dreamtime" ... stories that were handed down to us from people who should really know better .. the highway has some dreadful potholes to traverse .. and the bandwidth is nowhere near wide enough to warrant the term "highway" let alone "superhighway". But there is value in this Dreamtime. It points the way. There is no doubt that the Web and the Superhighway are intimately entwined in their future.

First Impressions

One of the problems about the Web now is limitations in our perception of what it is and how we should use it. It was designed and grew out of the need to exchange information between scientists across the globe. Information. Scientists concerned with truth, facts, knowledge. Not business communicators concerned with volume, tone, layout, colour and movement. So we have often tended to think of the Web as like an interconnected brain with one link following another in an endless clickstream. We have taken an informational view about it.

But real Web pioneers today take a transactional view. They are looking for ways to make their involvement pay with commercial transactions. The path to this goal is different to the link upon link approach. The designer of a commercial site needs to steer the user towards a purchase commitment, and this often results in selectively presenting the information and paths that would achieve this.

For many HTML developers saddled with their own first impressions of informational sites, this point is often overlooked. Many people are using the Web to merely communicate, but some are using it to help customers enhance sales.

However, in spite of our optimism there are hurdles to overcome.

FUD
One of the "perception" hurdles that we have to overcome is the fear, uncertainty and doubt that always comes with anything new. We are told stories of only 25% of people willing to use their credit card on the Net .. of security breakins with lax Internet Service Providers and of "sniffers" fleecing your confidential messages.

Of course we would like to nurture the Web in an atmosphere of trust .. and confidence. Keeping these stories in their correct perspective and investing prudently will help. Ultimately .. there will be greater security via electronic means. We've all watched those Western movies where the mail coach gets bailed up, but the telegraph gets through !

Immaturity
Another problem that makes it difficult for people to appreciate the Web is the live experimentation and exposure of improperly developed payment systems. First Virtual is a case in point. If anyone could make slicing a loaf of bread difficult .. it is this clumsy Internet payments pioneer. Here's how it works (or doesn't) ..

You register on web, they send email, you dial a tele-number , they send email, then you send the order, which they confirm, to which you then email yes or no .. and so it goes on ..! After 10 emails and several attempts to download the software on-line, I gave up and dialled Apple direct for my copy of Quicktime, debited to MasterCard .. it was much quicker, arriving within 2 days.

Width
I don't need to elaborate on the issue of bandwidth. Slow response really effects people's desire to play with the Web.

Growing Up

Despite these drawbacks, we are beginning to see serious Internet malls. With widespread "virtual storefront" development, we have the setting for the next driver for PC purchasing after multimedia PC's .. and that will be PC Shopping. Yes, there will be a new reason for buying PC's .. as if we weren't given enough already .. and that will be that you can shop from home for less than it would cost you to shop any other way.

Web-Driven Reengineering School

"A company that cannot change the way it thinks about information technology cannot reengineer" Hammer

With WWW growing strongly, how do we prepare ourselves and our companies for this increasingly capable technology ? The answer to start with is to change the way we think. Having the vision. Having the reengineered vision.

BPR requires throwing out principles and assumptions on which companies had based their success for years, even decades. The movement has been with us since Hammer coined the term in an article in 1990, and has been taken up by many in the corporate world with a zeal that is not unlike the zeal shown by Web practitioners and evangelists.

The underlying enabler behind this business phenomenon as Hammer & Champy correctly point out is modern state of the art information technology. IT permits businesses to reengineer, rather than simply automate. When specifically related to Web technologies, we can talk of Web-Driven Reengineering (WDR).

WDR is concerned with commercial transactions. When a customer and a vendor get wise about each other, there is an exchange of intelligence and a transaction can occur. The fundamental unit of business is the transaction.

So the Internet means bu$iness ? And WWW means to lead the way into business ?

A very good question then to ask is ... is WWW designed with the capacity for handling transactions ? We'll see the answer to that later when we talk more specifically about the kites project.

Learning about Customer Services

Any business can talk about its sales transactions .. which are produced from the sales/customer service process. But many would ask why would we want to reengineer our sales process. Why would we want to reengineer any process ?

The motivation for reengineering businesses and business processes include

It is obvious that the Web combined with other on-line technologies can produce an impact in terms of globalization. A kite shop that dominates on the Internet is in a good position to weather industry fragmentation. Improved service can be provided by the Web's 24 hour "storefront" image. Staff can also benefit from being involved in a new learning experience with the Internet.

So it appears that the Web is a useful agent for addressing current reengineering issues, particularly in regard to the sales/customer service area. What this traditionally involves is promotion of product features, handling enquiries, achieving sales, processing orders, filling orders, delivering the product and providing after sales service.

But where is the shift in thinking that we spoke of earlier ? Here is a table with a few ideas ..

Customer serviceSTANDARD WAY ON-LINE WAY
PromotionMail out, catalogue, Advertise on TV/radio Web catalogue, Email database, Internet directories, hot sites
Enquiry handlingTelephone operatorsEmail handlers
SalesStaffMultimedia catalogue
Order ProcessingSales AssistantsEmail & other management software
Order FulfilmentFulfilment staffFulfilment staff
DeliveryCourier, postOn-Line/Courier, post
After Sales ServiceTelephone operatorsEmail handlers

Acquiring a Methodology

It would be nice if we had a methodology or a structure to approach this kind of reengineering exercise. Are there any specific methodologies that we can use ? The short answer is no. But there are general methodologies for dealing with the problem. Talwar reports on establishing a framework for reengineering. The key steps are

You could try this. Make sure you measure the benefits. This could include staff with new roles and responsibilities.

When reengineering your customer service processes you'll need a technologist on your process redesign team. You'll also need someone who is familiar with the legal, commercial, marketing and telecommunications issues.

MasterCard aims to have millions of its cardholders doing secure electronic transactions on the Internet by next year. How is your organisation preparing for this momentous event ? What do you know about digital cash as an alternative ? Should you use digital cash or credit ? What telecoms facilities would be available in two years time and at what cost ? What information about my purchasers can I legally keep ? How do we make our existing and prospective customers aware of this new service ? There are lots of questions to ask and many problems to resolve at an early stage. You just may need a consultant ..!

One of the things we find with WDR is that implementation of a Web site does a lot of good for the company. When an outsider comes in and wants to establish a new sales channel using the Web, a lot of questioning about existing practices occurs.

This leads to a lot of reflection by the employees .. and what comes out is a lot of fresh ideas about how existing practices and objects could change for the better e.g. the previous logo did not communicate any "differentiator" about the company.

The Serious Business of Kites

Now that we've seen the Web in the context of reengineering business processes, we are ready to assign it the task of tackling the often unpredictable winds of commerce. Lets have a detailed look at what is being done at Breeze & Eeze Kites, which coincidentally has a real storefront only metres away from us at the Darling Harbour Shopping Pavilion.

Breeze & Eeze Kites have been manufacturers of kites and promoters of kite flying since 1975. Their successes include commissioned kites for numerous Australia Day celebrations, the opening of Australia's new Parliament House, and the recent Festival of Sydney Kites Fly-Out. They have entertained crowds at intervals during international sporting events e.g. Australia-India test matches. They have also appeared on Burke's Backyard and other Australian television shows to demonstrate kites and kite flying.

This is a family business started and still run by kiting identity Jeff Arundell. The business is seasonal in nature. During the winter months sales are less than the summer months, and the Christmas period when sales climb to the highest point of the year.

This is also small business by most criteria. Jeff is known for some authentically Australian kite designs including Koala, Rainbow Lorikeet, Rosella and Kookaburra kites. The best selling items are from Jeff's extensive range of high performance stunt kites known as "Buzz" kites. In addition Jeff holds dealerships for the Flexifoil world speed record kites, and the popular Skysailer. A close look at his catalogues would reveal that are up to 40 different kites to choose from.

Getting Started

When Jeff was approached with the idea of opening a 24 hour sales outlet on the Internet there was initially a good deal of scepticism. What we had was a CEO far more experienced with kites than with computers. To a certain extent, the company's exposure in earlier years had led to some saturation and stagnation in Australian markets. However, this web project arose not because of any deductive reasoning that the sales needed a boost. It arose because of inductive thinking that said "here is a technology that allows companies to reach out across the world beyond its local markets".

So it was agreed that we would .. like many others on the web .. experiment a little. The reengineering team formed, comprising the factory manager, the business owner, the accountant and Strategix. Only Strategix had previous experience with the Internet.

We set ourselves a goal, which is always a good thing to do. Our GOAL was simply to produce the BEST ON-LINE KITE STORE IN THE WORLD and we like to think that we've achieved that. Let me brief you on our marketing strategy.

Market Research & Analysis

Research reported by Sun Microsystems earlier this year indicated that some 64% of Internet users located in the US, with only 4% from Australia. Other researchers have found that the users were between 85%-90% male and typically technical, professional and managerial "high salary" occupations.

Still more interesting research is that whereas women make up only 10-15% of users, they make up around 35-40% of Internet buyers, by dollar value. The Internet is further proof that women LOVE to shop !

We took the view that the Web was a global phenomenon and that to be successful, one would have to present competitively on the world stage. One of the first steps taken then was to visit the existing on-line kite stores.

An analysis of strengths, weaknesses, opportunities and threats produced some interesting information. Knowing that good video helps to sell kites and other outdoor activities, we realised that none of the on-line kite stores had included a video clip library.

We also realised that we were the only kite store from Australia presenting on the Web. A factor in our favour was that world kiting pioneer Lawrence Hargrave had lived in Sydney for much of his life. We would be first to present a web tribute. Another advantage was that Breeze & Eeze had a real retail store. It already had the approval and procedures to process credit cards for payment of on-line purchases.

On the flip side, being with an Australian ISP also meant that we were in a slow region of webspace for our American counterparts. They would undoubtedly traverse the Pacific link to access our pages as slowly as we access theirs. In order to provide a comparable response time for PPP users, we would probably need to establish a US mirror site.

Market Strategy

So armed with this and other information we began to focus on the target audience .. the largely male US Internet community who might be feeling occupationally stressed .. looking for some healthy outdoor recreation. We didn't exclude other groups, but they were less prominent in our thinking. One advantage of the choice of the main focus group was a perceived greater level of experience with and willingness to do on-line shopping than the rest of the Internet.

Our strategy is described below by way of the 4P's, the traditional parameters of marketing strategy, promotion, place, product and pricing.

Promotion

Promotion of the site was to be directed in three basic areas

Webcrawler lists the top 25 referenced sites. You'll find a list of the most commonly used directories including Webcrawler itself, Yahoo, W3 Virtual Library, NCSA What's New and Lycos. These are obvious places to start promoting your wares.

The kites fraternity runs a newsgroup called rec.kites. Every community worldwide now has some kind of newsgroup promoting its interests. You need to be very careful about promoting commercial services to the hardcore Internet community .. there are still many who desire to use the Net free of commercial interests.

You may also like to review all your colleagues and contacts email addresses and build a mailout database, but again be careful of etiquette involving sending unsolicited materials.

Place

The site would be accessible 24 hours world-wide to anyone with access to the World Wide Web.

Product

Seven kites were selected for the Internet market. This was to reduce the number of choices and hence the amount of information that would need to be absorbed on-line by a prospective buyer.

My favourite kite is The Koala Kite .. just the thing to take away from a visit to the friendly shores of on-line Australia. The historic Hargrave box kite also differentiates Breeze & Eeze on the world stage.

Another differentiator was the use of short video sequences, which no other on-line store had offered. We don't see a problem for the viewer to make a cup of coffee or begin a PC task while waiting for a 10 minute download that will assist his buying decision.

Of course, the physical product is not the only thing that the Internet consumer would buy. With a kite purchase they're buying into an ongoing relationship, and there needs to be messages that the customer is going to receive care.

We quote the company's ACN registration number. We assure the customer that their order will receive confirmation by email. We assure them that they can return the goods within 21 days. We assure them that the goods are warranted against defect. We introduce the owner-manager via video and voice. We do a number of things to communicate that this is a good company with which to do business.

Price

Finally we set prices in line with the US markets. Buying on the Internet is new for many people and we figured that people were initially going to spend at the lower end of the price range, rather than the higher. This way they can reduce their risk. From that pricing perspective, the Internet stunt kites were selected. There is no difference between in-store and on-line pricing.

Having worked out this strategy it was time to start planning the actual systems that would implement this catalogue.

Systems Planning

A choice that many companies will face is whether to implement the web site on their own hardware with a link to the Internet backbone, or lease space from an Internet Service Provider. For a small business, with no prior experience in managing own server hardware, an Internet Service Provider is generally a wise choice. That was our choice.

We decided to have the site mirrored in the US. Our search identified some 22 potential US ISP sites, some with secure servers and some with plans. We emailed 11 of them and received responses from 5. Only 3 expressed interest in providing. Only one met our criteria fully. That was a Utah-based business called Imall. By no means large, they are reasonably well organised and provide a professional service on a T1 link. They also had a sports orientation which suited us, (they were even promoting O.J. Simpson commemorative coins !).

Whereas ISP's are good at providing you with Internet access, they are not too hot in providing expertise in Webmedia and a few have some still-born aspirations in that area. For a presentation involving video, audio and graphics you are well advised to work with a multimedia specialist, with just the right equipment. AIMIA (Australian Interactive Multimedia Industry Association) now have on On-line Services SIG that includes companies with the skills and right aspirations.

Our multimedia specialist was able to edit VIDEO, record AUDIO, scan IMAGES and integrate TEXT in a Macintosh multimedia studio. The same producer is familiar with Macromedia Director and we intend to further enhance the presentation in this direction when future versions of Netscape incorporate a Macromedia player. One thing not to overlook in production of materials is CD-ROM clip art .. it can really liven up a presentation.

Our choice of viewing platform was derived from the requirements of the catalogue design. Support for tables, security, background colours, and sound was vital. Netscape 1.1 was the obvious choice. Hopefully it won't be too long before we see tools for built-in forms validation. For video playback, we felt that providing Quicktime .MOV files would encourage people to go towards Quicktime for Windows, which was the only package we found providing support for both Windows (.AVI) and Macintosh (.MOV) files. For the future .MPG is also supported, and Quicktime is leading towards virtual reality .. stuff of the future for this kind of presentation.

It would have been nice to test the application with other browsers, but with around 75% market share, Netscape is a pretty good bet. However, even on Netscape 1.1, we noted that MAC and Windows versions implement SELECT html statements differently.

Another item of software to choose was the email program to be used by Breeze & Eeze staff. The purpose was to capture and manage incoming enquiries and orders. It had to be simple enough yet powerful enough to keep non-computing people out of trouble. There was no going past Eudora as the program of choice.

Finally there was a need for software to process the Eudora mailboxes to generate statistical and accounting information. We developed the LAVA Hot Cash Flow Generator to collect data from the mail messages for interfacing to the company's internal order processing systems and databases.

Catalogue Design

The design and authoring of the virtual storefront fell to Michael Ney and myself, with feedback from John Tolhurst. There are many ways to approach this task, but with a structure established early .. the frills and fancy bits seem to fall into place.

We wanted to create a stimulating, familiar retail experience as far as webmedia would allow, providing users with identification, involvement and interaction. In collecting the materials we were faced with choices about using existing resources or creating new ones. We ended up creating new audio, photos and scripts at the same time as using and editing existing photos, and videos. In creating new materials for presentation you are limited only by your imagination and your budget.

The problem with designing for bandwidth occupied much of our thoughts. Users are distributed on a bell shaped curve with a few enjoying higher bandwidth, a lot logging in at 14-28K, and a few trying to get by on less. You'll find that with the Netscape "Auto Load Images" option unchecked, you can still navigate what becomes a text only site. This will suit people on lower bandwidth. For those with higher, downloading and viewing video clips becomes an option.

As time goes buy, the bell curve is going to move right, and we expect more and more people to take advantage of the video/audio download options.

People have concerns about paying for things on the Internet. There are 4 basic approaches to payment systems. You have debit and credit schemes which are accounts held with financial service providers. You also have token and cash schemes, where objects are transferred between parties. Those objects have inherent value.

Breeze & Eeze opted for credit payments because it slotted into the existing operations most easily. Purchasers enter their credit card numbers into the Order Form. Recognising that not all purchasers may wish to do this with an insecure document, an option to use the secure server facility at Imall is provided. Further, the purchaser is given the option of placing an order by telephone, fax or post. This is consistent with instructions given by MasterCard about use of credit card numbers on the net.

A lot of time was spent on the manner of communicating the marketing messages. We created Gerry, the Internet traveller from the US .. probably 18-35 years of age .. looking for a meaningful experience in webspace. Gerry arrives in Australia, and wanders around Sydney enjoying the sights until he/she meets Jeff flying some kites near his Darling Harbour shop. Wandering into the store he starts asking a lot of questions, much like a FAQ. By listening in to this, the real Internet visitor is able to glean the necessary information for making a purchase .. without being directly solicited.

Many schools conduct kite-making workshops .. and the Lawrence Hargrave on-line resource makes interesting reading for any information seeker. Not only is there travel to Sydney, Australia but there is also travel back in time.

You may know that traditional Japanese and Chinese characters are laid out right to left, top to bottom. Text in Web sites is laid DOWN. The vertical scroll bar has been elevated to a new status by the Web. Our design places large images with longer download times to the tail of web pages, and text at the head so that the viewer tends to see images fully loaded.

There is a deliberate choice of colours in this presentation. A blue-sky coloured background was chosen for the transparent GIF images flying around on top of them. The red hypertext links suggests that the link is "hot", and adds warmth and vibrancy. There is a tendency now to associate blue links as "informational" and "cool". The narrative text is black, and the motif kite that appears on each page reflects and reinforces the blue-red-black style.

It was essential that the visitor would be able to click on a kite. This was achieved with the transparent GIF on a tiled blue background. You'll see the structure of the presentation in the menu bar .. a mandatory index, a friendly welcome, a shoppers' showroom, leading to the order form, supported by short video, email, and copyright reminder. You couldn't add too much more to make the clicksperience more productive.

Finally, on the subject of handling transactions. The catalogue needed to present the product information, allow the customer to place an order and make payment in one interaction. With WWW accessibility, the use of embedded graphics, the Web form and forms communication .. setting up and handling a business transaction was all possible.

Implementation & Quality Assurance

When we began we had planned on about 10 pages, 3 video sequences, 1 sound sequence and about 20 graphic elements. The finally tally was about double.

And we could have included more .. there was a lot of material that could have gone in .. but the Internet bandwidth needs to improve to match human processing bandwidths.

Our methodology for the technical development was fairly straightforward. A design concept was produced and was reviewed by the process redesign team. Michael produced a first cut, "initial design preview" of the on-line presentation which was again reviewed by the team. A final beta-ready version was then acceptance tested by management and the product was placed in beta-test mode, where it was reviewed by several enthusiastic beta testers and the remaining implementation problems resolved.

Outcomes

About 6 weeks after commencing the development, the site went live. Despite a quiet start, a few sales are now starting to flow. It is planned to get a return on this particular investment within two years.

However, a number of benefits have already been realised and these are the benefits that I referred to earlier when discussing Business Process Reengineering.

What we are seeing is that it has rejuvenated people in the traditional down sales cycle, leading to increased levels of job satisfaction, with a refocusing on the tasks that make a difference between success and failure.

We are seeing improved customer service .. the ability to accept and process customer enquires via email.

We are seeing the reemergence Breeze & Eeze. The perception that they can compete globally is enhanced by this presentation. Even the new print catalogue reflects the inspiration of the Web project, with both globally accessible WWW and email addresses.

And I have seen staff become more accepting of the need to learn .. a move towards becoming a learning organisation in an industry that has undergone a great deal of change since the business began in 1975.

Budget

So how much should you budget for this kind of exercise. The answer is not as much as you would think ! With a good Webmedia consultancy/developer to assist, a small to medium size business with 40 of their own man-hours to spare could achieve a comparable result.

Of course, the amount of input from the developer would vary according to the scale of the project. But we are talking about potentially more exposure for less than the cost of TV advertising. We are still measuring the return on this exposure, but we expect that in due course we will see the economic data that would support ours and others view that the Web is indeed a credible new medium for business communications.

And this would be a great result for small to medium business owners.

Conclusion

Having now dispatched our brilliant new child to the task of reengineering the information systems landscape at Breeze & Eeze Kites, we remain hopeful that he will return home in all the glory that he is now due. We hope that you will follow our flights of fancy and continue to watch the kite site grow and develop in popularity as the Web matures.

There are perhaps three messages that I would leave with you about this particular case study. Firstly, implementing a web site can be great fun, and a great catalyst for reengineering a business.

Secondly, we firmly believe that WWW is going to be very significant to the world of business in the future. To be successful, you may need a URL on your business card, and be retailing products on-line.

Thirdly, we are learning that small to medium companies would not only do well from WWW, but would do relatively better from it than large corporations. WWW tends to level the playing field. Now small-medium business can play a game more like TV advertising with its mass reach .. the little guy has just found less need for that once-prized corporate asset .. the distribution network.

Should your company invest in a virtual on-line catalogue and network ordering system ?

To answer this we should remember that kites were first developed in China and there is an ancient Chinese saying .. when you start to see the grass grow, start investing in the latest high tech lawnmower.

References

Michael Hammer & James Champy, Reengineering the Corporation, A Manifesto for Business Revolution, 1993 Nicholas Brealey Publishing, London.

Shopping on the Net, Internet World, June 1995, Mecklermedia Corp.

The Internet: Some Answers To Commonly Asked Questions, Sun Microsystems, September 1994

Rohit Talwar, Business Re-engineering, a Strategy-driven approach, 1993, Pergamon Press Ltd.

Bill Thompson, Credit Where Credit's Due, Its the Business, .net: The Internet Magazine, Issue Seven, June 1995, pp 54-55, Future Publishing Ltd.

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